iWorld
Viacom inks global content & ad sales deal with Snapchat
MUMBAI: Viacom has inked a global partnership with Snapchat that capitalises on and extends the expertise of both companies to creatively and authentically speak to millennial and post-millennial audiences.
The wide-ranging deal, anchored in both content production and advertising sales, will bring two high profile channels to Snapchat Discover — a Comedy Central International channel and an MTV Channel in the US, which will complement the already successful Comedy Central and MTV International Discover channels.
The agreement also grants Viacom the right to sell Snapchat’s US owned and operated advertising inventory, allowing Viacom to offer added value to television advertisers who want to add Snapchat’s wildly popular premium video platform to the media mix. In addition, Viacom also has agreed to provide Snapchat with expanded access so Snapchat can produce Live Stories covering more of Viacom’s tent pole events.
“Viacom and Snapchat naturally complement each other in significant ways that make us ideal partners in both content and business development. Snapchat captures young audiences on an intimate and immersive mobile video platform while Viacom is the leader in premium long- and short-form storytelling for these same audiences. Add in Viacom’s custom marketing solutions and commitment to evolve our global mobile strategy and you’ve got a partnership that is great for both companies, for advertisers, and is a real evolution of the marketplace,” said Viacom CFO Wade Davis.
In addition to selling its advertising alongside its own content on Snapchat Discover, Viacom will now also have the right to sell Snapchat’s US owned and operated ad inventory, which includes ads in ongoing Stories such as New York, capturing daily happenings in New York City, and non-partnered holiday Live Stories, such as Valentine’s Day.
Viacom is the only television company to have this arrangement with Snapchat.
“Snapchat provides the best storytelling experience on mobile. Through this partnership with Viacom, we can now offer television advertisers a way to tell their stories across television and mobile in a frictionless way,” said Snapchat chief strategy officer Imran Khan.
On the content side of the deal, Viacom will further invest in the creation of original premium video content specifically for Snapchat Discover. While MTV International and Comedy Central have previously been committed to creating original content on Discover, additional resources will now be put towards the launch of an MTV US Channel and a Comedy Central International channel on the platform.
MTV’s new Snapchat Discover channel will feature a wide range of content created exclusively for the platform and updated daily. At launch on 9 February, this includes MTV News articles and video with design and art direction unique to Snapchat, exclusive celebrity interviews, and more. MTV is also developing additional Snapchat-native content, including brand-new original series and reinvented MTV fan-favorite franchises for the platform.
Comedy Central will launch internationally on Snapchat Discover on 10 February, delivering always funny content to fans globally. The new international channel will serve Snapchat users daily doses of comedy, from curated WTF News articles and exclusive videos with their favourite comedians to upcoming original series set to debut on Snapchat Discover in the coming year. Since its US launch in January 2015, the Comedy Central channel on Snapchat Discover has become a vibrant pipeline for Comedy Central to develop fresh comedic voices and original content. It is one of the most popular brands on the platform.
Another key element of the Viacom/Snapchat partnership will leverage Snapchat’s Live Stories, which are curated collections of user-submitted content covering major events and places around the world. Through the partnership, Snapchat will have unique access to cover Viacom’s one-of-a-kind, tentpole events, such as MTV’s Video Music Awards (VMAs), BET Experience, and MTV’s EMAs.
The deal grew organically out of a dynamic Viacom/Snapchat relationship, including many custom advertising campaigns created by in-house creative agency Viacom Velocity that ran in Snapchat Discover, as well as “break-the-internet” level of fan engagement for Viacom events covered by Snapchat Live Stories and Snapchat Discover channels launched a year ago.
iWorld
Parineeti Chopra hosts new parenting series Mom Talks on Zee5 and Bullet
Celebrity parents share honest stories in 9-episode show launching 4 April 2026.
MUMBAI: Parineeti Chopra is stepping into a brand-new role not on the big screen, but as the warm, relatable host helping parents navigate the beautiful chaos of raising children. Bullet microdrama and Zee5 have announced the launch of Mom Talks, a fresh content-led IP hosted by the popular actress. The 9-episode series brings together celebrity parents including Imran Khan, Neha Dhupia, Vikrant Massey & Sheetal, and Gauahar Khan & Zaid Darbar to share candid, real-life perspectives on everyday parenting.
Positioned as a high-engagement format, Mom Talks taps into the growing demand for authentic and credible parenting content. It also offers seamless, contextual integration opportunities for brands. The series is backed by a strong lineup of partners including Johnson’s Baby, GSK, Aveeno Baby, Mini Klub, Titan Eye+ and Cordelia Cruises.
Bullet microdrama app, co-founder & chief business officer Azim Lalani said the show exemplifies how content is evolving towards more rooted, sustained engagement. “It’s about bringing content that people come back to, while creating a natural space for brands to be part of the narrative,” he noted.
Mom Talks creator Bullet head of AVOD & partnerships Munaf Merchant explained the core idea, “We wanted to build a safe, honest, one-stop destination for parents seeking real answers to everyday questions.”
The first episodes will stream for free on ee5 AVOD starting 4 April 2026, with new episodes dropping every Friday and Saturday. The series will also be available on the Bullet microdrama app.
Speaking about their association, Peeyush Unikkat from Johnson’s Baby highlighted the brand’s focus on supporting modern parenting journeys, while Aakash Mehta from GSK emphasised the show’s role in making important health conversations more relatable for new parents.
In a digital space often filled with filtered perfection, Mom Talks promises something refreshingly real honest conversations, celebrity insights, and practical wisdom, all wrapped in Parineeti Chopra’s engaging presence. For Indian parents, this could be the parenting series they’ve been waiting to binge.
